Success story - ZEB

from online returns to store traffic.

This is how ZEB uses their omnichannel strategy to convert online returns into valuable physical touchpoints.

ZEB, part of The Fashion Society, has customer satisfaction, including in the returns process, as its top priority. Together with Returnless, the Belgian fashion retailer streamlines the returns process for both customer and employee, turning every return into an opportunity for service, customer experience and even additional sales. ZEB is also fully committed to omnichannel: online purchases can be returned both online and offline, leading to higher customer satisfaction and a visible uplift in store traffic.

Success story - ZEB
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+33% of online returns are returned in-store

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Online returns deliver store traffic and upsell opportunities

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90% of returns are fully automated

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Complete omnichannel strategy

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short intro.

ZEB is part of The Fashion Society, a Belgian retail group with 135 physical stores and three strong multi-brand chains: ZEB, PoinCarré and The Fashion Store. With more than 80 stores, is ZEB the largest formula, operating throughout Belgium and northern France. Its focus is on young adults, with a broad fashion offering and a distinct omnichannel vision.


Tech stack:

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CMS
Shopify
Microsoft Dynamics NAV@3x
ERP
Microsoft Dynamics NAV
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Returns
Returnless

the success story of ZEB.

By Nico Vastenavondt, Webshop Manager at ZEB.

ZEB consciously chooses a customer-friendly (return) policy. Within Belgium, shipping and returns are completely free. For shipments to France, Luxembourg and the Netherlands, shipment of the order is also free, but the customer pays a small part of the return shipment. What sets ZEB apart from other fashion brands is the lack of a strict return period: as long as there is a valid reason, customers can return even after the usual 14 days.

complete freedom for the customer with an omnichannel strategy.

The premise of ZEB's strategy is maximum freedom of choice for the customer. Whether you want to pick up an order in the store, have it delivered to your home, return it via a carrier or simply in the nearest store: everything is possible. Customers can even buy an item in store A and return it in store B. Thanks to the wide store coverage in Belgium, a physical ZEB store is never far away. And whether it is online, via mobile, desktop or via touch screens in the store, the customer decides where they operate, and ZEB facilitates it. 

So a streamlined process at the front, but in the back end, there is a lot involved. Many processes have to be coordinated with each other. Nico says: "Everything never works 100% at the same time, so there is always a challenge." 

ZEB - Store locations@3x

the foundation of an omnichannel strategy.

"The first condition of an omnichannel strategy is that e-commerce and offline commerce should not see each other as competitors. Ultimately, no matter where a customer buys or returns, you have to see everything as an opportunity," Nico emphasizes.

An example of this is: if a return arrives in a store while the order was originally placed online, a store employee should not see this as extra work. Instead, this is a huge opportunity. If the customer had decided to return the return online, the in-store contact moment would not have happend. "That is also a piece of mindset that you have to develop in your staff. All noses have to be in the same direction, otherwise it won't work," Nico says.

Nico Vastenavondt@2x
"The first condition of an omnichannel strategy is that e-commerce and offline commerce should not see each other as competitors. In the end, it doesn't matter where a customer buys or returns - you have to see everything as an opportunity."

Nico Vastenavondt, Webshop Manager at ZEB

ZEB return form

returns as an activator for store traffic.

ZEB actually uses its online returns as an activator to get online shoppers to the store. In Returnless' return form, customers choose how they want to return via radio buttons. Those who choose an in-store return receive a €5 voucher that can be redeemed in that moment in the store. This reward mechanism encourages store visits and prevents fraud, as the voucher can only be used at the return time. More than 33% of ZEB's online customers choose to return in-store.

ZEB - Return question
Nico Vastenavondt@2x
"We choose to reward good behavior instead of punishing wrong behavior."

Nico Vastenavondt, Webshop manager at ZEB

the power of physical contact moments.

An in-store contact moment provides many benefits: from exchanges to new purchases - customers receive direct service. Nico explains, "We train our staff to use every in-store moment. Whether it's picking up a package, changing a size or returning something: everything is seized as an opportunity to help the customer and possibly make additional sales."

In addition, many customers see other products in the store that they had not noticed online. A physical store offers consumers a view of the assortment without filters or algorithms that they do face online. By bringing online customers to the store, they get a very different shopping experience and are therefore more likely to buy something.

 

preventing returns starts online.

ZEB does everything possible to prevent unnecessary returns. Clear product photos, extensive product information, videos, measurements and an interactive size chart help customers make their choice. Still, returns remain inevitable. Therefore, the strategy is: if it is really unavoidable, then preferably in-store. After all, offline returns offer many more opportunities for service and sales.

Nico Vastenavondt@2x
"Consumers should not start using e-commerce as a fitting room."

Nico Vastenavondt, Webshop manager at ZEB

90% automated, 100% customer friendly.

For ZEB, Returnless is much more than just a returns portal. Over 90% of the return process is fully automated: from notification to refund. Only in the case of damaged items or serial returners does Customer Service intervene via Return requests.

ZEB - Return rules
ZEB - Automation - in store order@3x

Particularly challenging for ZEB were orders made through the in-store touch screens. These particular orders are paid for in-store, so once a customer wants to return this order, no online payment method is known. This problem was solved by tagging these orders in Returnless and automatically requesting the customer's account number. Thus, even this group can be automatically and correctly refunded.

a return = feedback in a box.

"It's a bit of a cliché statement, but returns really are feedback in a box. Every return gives you a chance to get feedback on the product or provide a contact moment with the customer," Nico says. This is feedback you don't always get. If you try something on in the store that you end up not being satisfied with, what do you do? You hang the item back and say 'thank you'. Often a consumer doesn't bother to explain to the store employee why they don't want a product.

results: a stable return rate and additional conversion.

Despite the growing e-commerce market and number of returns, ZEB's return rate has remained remarkably stable. And with more than 33% of online customers consciously choosing to go to the store, ZEB has a super strong strategy that not only ensures an optimal customer experience but also additional conversion.

ZEB - Analytics

implementation and support: a technical mindset.

ZEB's implementation with Returnless was lightning fast: just one day of development was enough to get the return proces largely up and running. "We are very satisfied with the cooperation. The communication with Customer Success Manager Dani and the technical team is smooth, there is always a quick response and thanks to the extensive application logs we can solve many problems ourselves," says Nico.

ZEB chose Returnless after an extensive comparison with other parties. What was the deciding factor? Returnless' technical approach. "We are developers who happen to be in fashion, so we are looking for a partner who can move with us technically, and Returnless certainly is that."

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